When we talk about the quality of the database, we think about qualification and, above all, solicitation. The unsolicited emails are no longer working. In fact, they are not profitable enough in the medium term. Even with a good promotion and an effective landing page, the risk of saturating unsolicited and possibly unskilled prospects is too great.
As a reminder, inbound marketing is based on the principle that we engage a relationship with prospects and customers who solicit our communication.
On the other hand, coupling e-mail and inbound marketing allows developing and maintaining a database with high potential. Recipients choose to receive our emails. It’s fundamental. Exit the use of these companies that sell or rent e-mail addresses at any horse. No more copying and pasting e-mails into websites, into mailing lists to send them unsolicited e-mailing campaigns.
Content to ensure the quality of the database
Imagine that once a week, you publish on your blog or website, an article, a case study, a file that addresses a particular issue of a segment of your prospects. Every week, your readers find informative and attractive content (read: non-promotional, non-advertising), answers to their questions, solutions to their problems … in short, content-services. In addition to the newsletter, you can also offer “tools” for downloading (a calendar of gardening seedlings, a directory of urgent phones for expats, a repository of European sizes for an online lingerie, a chart of sizes of baby clothes, a list of take-away health items while traveling far away, etc.). Do you remember the ballpoint pens, mouse pads and other office calendars that your bank offers or offers each year? These contents have the same function. Except in digital format, these tools provide you with contact addresses.
People start signing up for your communications, to receive them in their mailbox, because they appreciate your content, tips, and fact sheets, which help them in their purchase process. Nothing like staying in touch and remembering their good memories.
The quality of the database is giving and giving
That’s how we build a database – or mailing list: by offering content, a newsletter, a subscription to your blog, your news … Giving-giving…
The idea is to produce useful content, nice to keep in touch with up to anonymous visitors and turn them into prospects by giving them the opportunity to be alerted by email of your publications, news, and promotions.
Just ask for the email only, first
At this point, for this first phase of attention, you just ask for the email from your readers. The principle is to phish the barge. Signing up for your newsletter is just a first step in the funnel. This is where the lead nurturing process begins. Which also means that it is useless to send commercial e-mails to those who have just subscribed to your information content?
To make sure, however, to attract as many curious people as possible, place action buttons on your acquisition forms on all your hot content pages . On our website, for example, you will find in the right-hand column an invitation to receive our newsletter and a contact form. In addition, some of our articles offer an action button to receive more information about a service directly related to the subject of the current article.
Then you qualify as conversations…
That some onlookers enter their e-mail in one of your forms is not enough to make prospects, let alone customers. You have to engage the relationship. And the conversation. Your visitors only want to be incubated, pampered, informed, educated … By sending your new articles to your subscribers by e-mail, you start the 2nd step of your inbound strategy: consideration.
The consumers are increasingly more likely to create more email addresses and switch between multiple identities for their research and shopping online.
In the case of an e-shop, to maintain the relationship with your (potential) buyers, it is still the content that is your ally. Each of your visitors’ behaviors, for example, can be the beginning of a conversation and the sending of acquisition content. And in this way helps to refine the quality of the database.
A friend visited the Jeans pages of your clothing store? Send them an article on the 5 essential steps to maintain your jeans. A regular customer has interrupted her purchase after receiving a spring promotional e-mail? Revive it with a newsletter of the latest color trends of the season…
Inspiration, incentive for a good mailing list
The quality of the database is built up over the months following the registration or the first purchase, you can expect a series of automatic emails, thoughtful, relevant, which will help you better qualify the expectations and behaviors of your customers as well as those who have never been to the end of the purchase (the so-called abandoned baskets).
A blog backed by the online store may be another equally timely bias. Especially since you retrieve these articles to send them by e-mail according to the behaviors described above.
Chronicles, trends, articles of inspiration, case studies, testimonials, slideshows, all formats are then suitable for this communication by e-mail.
Qualify your mailing list, it works better in B2B
It is known, the lead nurturing, it works very well in B2B. We are then even more in a content-service and not convenience. Our case studies in B2B also evoke this paying strategy. There is a tendency for a professional target to offer fact sheets, case studies, checklists, calculators or simulators online (to calculate the amount of paint needed depending on the volume of a room, to calculate the risks of hair loss, hypertension, …) which sends the result of the calculation by e-mail.
The quality of the database is measured by its responsiveness
A quality database is also gaining on social media, really conversational and more responsive channels.
It’s an established fact: integrating social channels into e-mail marketing strategies produces increased performance and better performance. In other words, adding sharing buttons, sending targeted emails to members of your mailing list who mention and interact with you on social media, invite your fans and followers to subscribe. to your newsletter, etc. are all ways to increase the qualification of your database, and the commitment of its members. And to ensure the durability of your mailing list whose life, today, is about a year…